We are taking a look with us at the new debate on Millennials vs Gen Z. Millennials used to be the age group that everyone was trying to figure out. Marketers clamored for methods to engage with these young, digitally-savvy buyers, from recognizing their political beliefs and career choices to understanding how they discover and buy the items.
Today, however, an emerging consumer group is taking all the limelight. Gen Z, the generation to arrive after the millennials, has finally taken over, dethroning the millennials as the most talked-about generation and capturing the attention of marketers all over the world.
What is the reason for this? Gen Z is massive, accounting for about a quarter of the population of the United States. Gen Z is on its way to becoming the most influential shopping generation on this planet.
Gen Z is by far the most multicultural and diverse generation thus far. According to research, Gen Z identify themselves as a global generation with dynamic identities, lawbreakers, and tech natives. So far, Social media, technology, and cyberbullying, according to Gen Z, will have the most influence on their generation.
Gen Zers are more likely to connect with their peers on social concerns than Millennials due to their widespread use of social media. In fact, according to a recent Gen Z study, more than half of Gen Z use Snapchat, Instagram, and Facebook daily.
According to the research, roughly a third of Gen Z members believe that everyone is equal. As a result, it is no wonder that Gen Z are more vocal than Millennials about social issues, particularly those spread like wildfire on social media. Movements like Black Lives Matter (80%), transgender rights (74%), and feminism (63%) are seen as acceptable in today's culture by the majority of Gen Z.
Gen Z desires to have a distinct sense of style, thanks to their strong feeling of self-direction and purpose. Gen Z are skilled at experimenting with and testing the unexpected use, style, and function of a wide range of designed objects, and they're not hesitant to put them on and share them with the world.
Do you remember those skinny jeans you wore before the pandemic? According to Gen Z, they're already out of style. These days, you'll find the youngsters wear flared leggings.
Do you still side part your hair? Well, that's the evidence you're old according to Gen Z. The best way to fit in with this trendy generation is to make sure your hair part is in the middle. There are other signs you may not be a Gen Z, using a face-with-tears-of-joy emoji to signify laughter is the most telling sign that you've reached the end of your rope.
While Millennials may have revolutionized the professional notion of "business casual," Gen Z is bringing the development of acceptable fashion to the rest of the world.
According to research, Gen Z, they do not want to look like everyone else. Unique products in the market or on a website are highly significant to 49% of Gen Z.
Brands should design and advertise their products with the understanding that Gen Z wants to customize each item. Encouraging Gen Z to experiment with and integrate everything with their unique spin helps marketers to connect to one crucial value: embracing your originality.
Inclusivity and Individuality
Although it may appear to be contradictory at first sight, inclusivity and individuality are two ideals that greatly influence how Gen Z thinks. The principles that distinguish the first generation of true digital natives are that everyone is welcome and that being unusual is remarkable. To Gen Z, nothing is flawless, so why not embrace and celebrate diversity.
While Millennials may share some of these values, Gen Z is the generation that is not afraid sharing their thoughts on social media.
When it comes to Millennials vs. Gen Z, Millennials are more likely to be enthusiastic about the future, while Gen Zers are more pragmatic. It might indicate that they are less inclined to believe in the imagined "American Dream," which includes a white picket fence, two children, a decent car, and secure employment. Rather than perfect life, people seek products and marketing that represent the real world.
According to younger generations, these ideas of an American Dream aren't realistic. The visions of perfect, happy, problem-free lives does not resonate with Gen Z. Unlike previous generations, Gen Z tends to reject traditional conceptions of beauty and lifestyle. Gen Z takes more of a carefree lifestyle than a majority of Millennials.
Gen Z turns out to be more independent and self-assured as compared to the millennials. According to research, when offered the choice of arranging a group of desks at work, Millennials would choose a collaborative configuration in which the workstations are in a circle.
Generation Z has been more competitive with their peers and adopts a do-it-yourself attitude at work. 69 percent of Gen Z would like to have their own office rather than sharing it with others.
Gen Z are more concerned about money-saving than Millennials. The overall experience of buying a product attracts Millennials the most, whereas Gen Z is more inclined towards purchases that optimize the value of every dollar.
Growing up in a time of economic hardship has influenced Gen Z's interest in conservative spending, and flashy purchasing isn't appealing. They're worried about their funds running out. It's a good idea to emphasize high-quality investments and give plenty of bargains and perks (like free shipping or freebies) when marketing to them.
These two groups are far more alike than they are distinct. The steps brands are adopting to grab the millennial market are the exact steps they need to take to win Gen Z, except for the latter; they'll have to learn how to deep-fry Spongebob memes as well.
Instead of focusing on how to relate with these two groups separately, look for the commonalities and concentrate on them: detached but earnest, mobile-friendly, cheeky but serious, video and consumer-focused, and with a strong focus on brand value.
Organizations with a good grasp of generational differences will have an easier time attracting and retaining the next generation of talent (millennials or gen Zers). This goes for your everyday activities as well.
The world must realize that it is not a question of which generation is better or worse or correct or incorrect. Instead, both generations should value the differences among generations and bridge the generation gap to benefit from diversity.
Who do you relate with more? Let us know at Jolie Vegan's Instagram account!
- Sara Kamran